What SteamRex does

SteamRex (legal entity SteamRex Danmark ApS, CVR 46003993) is a Denmark-based mobile car cleaning service founded in 2018. The company dispatches technicians to customer-chosen locations — homes, workplaces, parking facilities — across Sjælland, Fyn, and Jylland, operating seven days a week from 07:00–19:00 plus by special arrangement. SteamRex claims more than 65,000 served customers since inception and targets both individual car owners (primary segment) and business/fleet customers (secondary, via its Erhverv offering). It is privately held, headquartered at Fredericiagade 25A, DK-6000 Kolding, and operates with an 11–50 employee base.

The company's core technology is high-pressure steam cleaning (Dampteknologi), which the firm markets as cleaning vehicles using under 5 liters of water with no soap or chemical discharge, versus 25–200 liters at traditional car washes. Services cover interior, exterior, or full-car cleaning, plus specialized offerings: Returklargøring (lease return preparation per leasing-company standards) and Totalklargøring (full prep for resale or user change). The technology is not patented in the disclosed data, and the differentiation rests on the steam method and the mobile distribution model rather than proprietary IP. A self-serve online booking funnel (~2 minutes to order) and a Servicepartner (franchise) program sit alongside the direct-operated delivery.

SteamRex's revenue model combines one-time transactional payments, a recurring subscription (SteamRex365, up to 15% savings), and a B2B contract layer for fleet and lease-return customers, with a 10% volume discount for multi-car orders and gift cards as an ancillary SKU. Pricing is not publicly disclosed and is quote-based at booking. The go-to-market is direct-to-consumer in Denmark via the website and word-of-mouth/testimonial channels, with no disclosed paid acquisition, no mobile app, and no social media presence referenced in the data. No funding rounds, M&A, or institutional investors are disclosed; leadership information is limited to one named CFO (Mark Bang Mikkelsen).

Name

SteamRex

Legal name

SteamRex Danmark ApS

Website

https://steamrex.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

SteamRex is a Denmark-based mobile car cleaning service founded in 2018 that uses steam technology to clean vehicles on-site at customer-chosen locations nationwide, serving individual car owners and business fleets via on-demand, subscription, and lease-return-prep offerings.

Ownership category

akta.pro rank

Product category

Mobile Car Cleaning Services

NAICS

Automotive Oil Change and Lubrication Shops (811191)

akta.pro primary industry

Steam Cleaning & Sanitization Equipment (IMAHALAE)

Keywords

• Mobile car cleaning
• Steam car wash
• Auto detailing services
• Car cleaning subscription
• Fleet vehicle cleaning

Headquarters

HQ city

Rødovre

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. On-demand car cleaning services: One-time payment for car cleaning services (interior, exterior, or complete). Customers pay online after service is completed.
2. SteamRex365 Subscription: Monthly subscription service offering up to 15% discount on car cleaning, special treatments, and time savings. Customers save money and environmental impact on wastewater.
3. Business accounts (Erhverv): Corporate accounts for businesses with multiple vehicles, offering volume discounts (10% for multiple cars on same order).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

SteamRex provides mobile car cleaning services delivered at the customer's preferred location in Denmark, using high-pressure steam technology that consumes under 5 liters of water and produces no chemical wastewater. Core services include standard interior/exterior car cleaning, lease return preparation, and total car preparation for sale or user change, supported by a monthly subscription program (SteamRex365) and dedicated corporate fleet accounts.

Product overview

SteamRex is a mobile car cleaning service that uses steam technology to clean vehicles at the customer's location. The core offering consists of three main services: Rengøring (standard cleaning), Returklargøring (lease return preparation), and Totalklargøring (complete preparation for sales/transfers). The company also offers a subscription program called SteamRex365 with up to 15% savings, and gift cards. All services utilize eco-friendly steam cleaning with minimal water usage (under 5 liters) and no chemical discharge. Services are available across Denmark including Sjælland, Fyn, and Jylland.

Differentiator

Problem solved

Functional benefit

Brands

• SteamRex365: Subscription service offering discounted car cleaning with up to 15% savings and special treatments.

Products and services

• Rengøring (Bilrengøring) Thorough interior and/or exterior car cleaning delivered at the customer's location using high-pressure steam, covering mats, vacuuming, door folds, panels, windows, surfaces, and high-contact disinfection.
• Returklargøring Vehicle preparation for lease return, performed according to the specific requirements of Danish leasing companies.
• Totalklargøring Complete car preparation delivering a new-car feel, designed for use ahead of vehicle sales or transfer between users.
• SteamRex365 Abonnement Recurring monthly subscription that gives subscribers up to 15-20% off car cleaning services, special treatments, and time-saving benefits.
• Gavekort (Gift Cards) SteamRex gift cards that can be purchased and redeemed by recipients for SteamRex car cleaning services.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Spiffy: Spiffy is a US-based on-demand mobile car wash and detailing service that comes to the customer's location. It directly competes with SteamRex on the mobile, at-location car cleaning model and similar consumer/business customer base.
• Washos: Washos is an on-demand mobile car wash service operating in major US metros via app-based booking and at-location cleaning—directly comparable to SteamRex's D2C mobile steam cleaning offering.
• MobileWash: MobileWash is an app-based mobile car wash service connecting customers with detailers who travel to the customer's location. It mirrors SteamRex's direct-to-consumer mobile model and subscription option.
• DetailXPerts: DetailXPerts is a mobile auto-detailing franchise operating across multiple US states with an eco-friendly steam cleaning positioning, comparable to SteamRex's environmental and mobile-service narrative.

Broad incumbents

• ZIPS Car Wash: ZIPS Car Wash operates a large network of express car washes in the US—the traditional fixed-location, conveyor-based model whose convenience and quality SteamRex directly competes with.
• IMO Car Wash: IMO Car Wash is a major European express car wash chain with fixed locations across multiple countries—the traditional incumbent model SteamRex's mobile service disrupts on convenience.
• Wash Depot: Wash Depot is an emerging express car wash operator with eco-friendly positioning, providing a useful comparison for environmentally-conscious car wash consumers and SteamRex's sustainability messaging.
• Driven Brands: Driven Brands is the parent of multiple car wash brands (Take 5, ZIPS, ICWG) across North America and Europe, representing the broad incumbent model that SteamRex's mobile offering competes against for car cleaning spend.
• Take 5 Car Wash: Take 5 Car Wash is a large North American express car wash chain offering quick exterior washes, representing the time-efficiency benchmark SteamRex's mobile offering is positioned against.

Emerging players

• EverWash: EverWash is a subscription-based car wash service offering unlimited monthly washes at partner car wash locations—comparable to SteamRex365's subscription mechanics, but executed through fixed-location partners rather than mobile service.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SteamRex